2. Private and Confidential
o $1B drop in HCP advertising in 5 years
o 8 of 10 top selling drugs off patent or will be by 2016
o Generic substitutions huge
o Pipelines niche and specialized
o Payer influence reduces marketing impact
IS IT LIKE THIS?
For some maybe, but
plenty of opportunity for
those who adapt
3. Private and Confidential
• Social
• Gamification
ACCELERATORS, • Email
• Workflow Tools
INCUBATORS,
• Clin. Decision Support
START-UPS & • eDetailing
DIGITAL-ONLY • eMR
PLAYS FLOODING • Networks
THE MARKET
And established online
brands taking $.70+ on
the dollar of total online
spend
4. Private and Confidential
o Specialty
o Geo
o Hospital or
Ambulatory
WHO IS YOUR
PHYSICIAN/HCP? o Patient Types
More targeted therapies o Academic, Research
and smaller budgets lead
to greater expectations on or Clinician
efficiency of messaging
o Dx and Rx History
o List Match
o Payor
o Deciles
5. Private and Confidential
PRACTICE
FUSION
An example of the interface
Virtually every component of
structured data on the
platform can be targeted in a
fully HIPAA compliant way
6. Private and Confidential
Publisher ROI Agency ROI Pharma ROI
o Clicks o Calls to call
o Site Analytics o Click-Through center
MEASUREMENT (Webtrends) Rates o Deep website
&ROI o Clicks o Rich Media links
You want the hot o Click-Through Interaction o Offer
potato! redemptions
Rates (CTR) o CPC/CPA/CPL
o Maybe a recall o Non- o Conversions
study Measureables o Adjudicated Rx
(brand affinity) lift, refills
